The Ministry of Culture concluded an introductory campaign for Saudi coffee organized in several international cities, including New York, London, Rome, and Paris. The campaign featured creative cultural content under the "Year of Saudi Coffee 2022" initiative. The ,al was to introduce the cultural value of Saudi coffee as a symbol of generosity and hospitality. The campaign lasted a full week and saw the presence of Saudi coffee in important tourist sites and on advertising screens in main squares and roads. The initiative was supported by the Quality of Life Program.